Vice President Marketing I
Members First Credit Union, Midland, MI, United States
Vice President Marketing I
Are you a leader who thrives empowering teams and using insights to guide strategy and growth? Members First Credit Union is seeking a VP Marketing. You would collaborate with our executive team to grow our credit union and strengthen overall market position. This role will be a visible presence in the community, actively representing the credit union in the community to foster strong relationships and champion initiatives. Weekend, evening hours, and travel required. We strive to create an atmosphere of belonging with no judgment, just opportunity. We are interconnected to each other, and when we embrace our true authentic selves, we are stronger. We will empower you to be the best version of yourself while helping you to flourish in work and life. Join us create thriving communities! Exempt Reports to: Chief Strategy Officer The primary purpose of this position is to assist Members First Credit Union to deliver on its mission, vision, and brand promise. You will do this by living out our core values in every service contact to both internal and external members. At the heart of our Employee Value Proposition lies the belief in purpose, belonging, and joy, fostering a culture where every team member feels invested and encouraged to make a meaningful impact in the lives of others. Essential Duties
Through leadership, create a positive, empowering environment for team members to allow for goal success and professional development. Be a strategic leader in the credit union. Innovate, develop, and implement the long and short-term marketing, community impact, public relations, and grant funding plans in alignment with the credit union strategic plan. Lead the marketing teams to reach portfolio performance goals. Deliver innovative growth strategies, products and services, and relationships that generate significant value to our teams, members, and the organization. Collaborate with executive team to grow our credit union and strengthen overall market position. Be an expert resource in member, market, and industry research to gain insights and trends related to the industry. Be a visible presence in the community, actively representing the credit union in the community to foster strong relationships and champion initiatives. Weekend, evening hours, and travel required. This is a hybrid position with the expectations of 3 days in the office. Deliver on the Credit Union's promise in every service situation. Successfully obtain Certified Credit Union Financial Counselor (CCUFC) designation through America's Credit Unions within first year of service with M1 Duties and Responsibilities
The following statements are intended to describe the general nature and level of work being performed by this position. It is not intended to be an exhaustive list of all duties, responsibilities and skills required of this position. Other duties may be assigned to meet business needs. Create a comprehensive, sophisticated marketing plan, including the use of data intelligence, public relations, and brand loyalty that is driven from the strategy and will strengthen our overall market position. Using a data driven approach, develop a strategic roadmap to increase new member acquisitions, digital engagement, and drive loan growth throughout all channels. Be an innovator and expert resource in member, market, and industry research to gain insights and trends related to the industry. Present key ideas, opportunities, threats, performance metrics and significant trends that lead to solid decision making and action. Lead integrated marketing plans by brand, including compelling strategies and tactics that increase brand awareness, relevancy, and generate demand. This includes planning over time to connect key messages across all channels/touchpoints of synchronized timing. Leads the creation and maintenance of appropriate marketing key performance indicators, ROI models, and predictive models for marketing campaigns to determine effectiveness, provide optimization recommendations, and influence marketing planning. Develops and executes the annual marketing budget with intention in increased growth, increased revenue, and generates the highest possible return on our investment. Look for economies of scale and negotiation opportunities. Combine deep, critical, quality strategic thinking skills with effective leadership to drive team and plans success. Set direction and apply expertise. Ensure the use of data analytics and intelligence is a core function of our marketing teams and decision making. Support the organization with insights and predictive models to produce improved results and impact. Generate deep insights through the analysis of data and turn them into actionable recommendations to drive growth. Lead a member first mindset, developing a data informed position on who current and target markets are; implement strategies and tactics that grow the credit union and retain valuable members. Ensure fact-based reporting, analysis and analytical models to enhance decision making across the marketing team. Develop and implement a public affairs strategy that strengthens our credit union's reputation as a partner of choice using the levers of external communications, media, governmental relations, community engagement, philanthropic giving, and team engagement. Cultivate the credit union's public image to gain market share and inspire confidence in members, community, and industry. Seek out opportunities for networking in and out of industry that will allow for personal, professional, and credit union development. Create a network of strategic partners and opportunities for us to be a partner of choice. Ensure collaboration with business development teams in event planning, public relations and community outreach programs. Create passion, pride, and loyalty around the brand of Members First Credit Union. Lead the development of the marketing and brand strategy for the credit union to create company awareness to both internal and external groups. Set and manage ongoing brand governance including verbal, visual and logo guidelines. Ensure the use of a current brand book for clarity. Lead all teams in the execution of marketing initiatives, communications, events, and campaigns that elevate our brand. Provide strategic leadership and oversight for Community Impact initiatives, ensuring alignment with M1's Giving Pillars of Education, Housing, and Well?Being while strengthening the credit union's presence and influence across the communities we serve. Oversee major community programs, including the annual Swinging for Scholarships golf outing, ensuring successful planning, promotion, sponsorship growth, and event?day execution. Lead the strategy, messaging, and operational coordination of the Joy in Teaching Grants program, including launch planning, marketing campaigns, school outreach, judging support, grant distribution, and cross?functional collaboration with Finance, Branch teams, and Community Impact staff. Guide and support the Community Impact Leader and team in delivering impactful outreach, partnerships, sponsorships, volunteerism, and philanthropic programs that advance M1's mission to Create Thriving Communities. Ensure all community investments and partnerships are strategic, measurable, and mission?aligned, demonstrating both community value and organizational impact. Serve as a highly visible ambassador for M1, representing the credit union at community events, partner engagements, and community impact initiativesincluding those requiring evening, weekend, and travel commitments. Integrate Community Impact priorities into the broader Marketing & Strategy framework, ensuring consistent storytelling, brand alignment, and amplification of community outcomes across campaigns, channels, and internal communications. Oversee measurement and annual reporting of Community Impact outcomes, ensuring clear, data?driven visibility for senior leadership, the Board, and external stakeholders. Provide executive oversight and strategic direction for grant funding initiatives, ensuring proposals, and awarded funds align with M1's mission to support underserved, CDFI, and ALICE populations while strengthening Community Impact outcomes. Lead the identification and vetting of high?value grant opportunities, including federal, state, foundation, and credit?unionspecific funding sources such as the National Credit Union Foundation, Michigan Credit Union Foundation, and Federal Home Loan Bank of Indianapolis. Oversee the development of compelling, outcomes?driven grant proposals, guiding teams to gather necessary data, impact stories, financials, and member testimonials to clearly articulate community need and program effectiveness. Ensure strong grant governance and compliance, including management of deadlines, reporting requirements, documentation, and fully auditable records of grant submissions, awards, expenditures, and outcomes. Lead quarterly updates to Senior Leadership, communicating funding progress, timelines, deliverables, risks, and strategic opportunities for additional impact or program expansion. Build and strengthen cross?functional collaboration, partnering closely with Data Intelligence, Finance, Community Impact, and external organizations (nonprofits, community partners, vendors) to support successful implementation and measurement of funded initiatives. Represent M1 as a community and industry leader, maintaining visibility at key meetings and events related to CDFI, the Michigan Credit Union League, housing initiatives, FHLBI, Chamber programs, and other mission?aligned networks. Establish strategic evaluation practices, ensuring each grant-funded program is
Are you a leader who thrives empowering teams and using insights to guide strategy and growth? Members First Credit Union is seeking a VP Marketing. You would collaborate with our executive team to grow our credit union and strengthen overall market position. This role will be a visible presence in the community, actively representing the credit union in the community to foster strong relationships and champion initiatives. Weekend, evening hours, and travel required. We strive to create an atmosphere of belonging with no judgment, just opportunity. We are interconnected to each other, and when we embrace our true authentic selves, we are stronger. We will empower you to be the best version of yourself while helping you to flourish in work and life. Join us create thriving communities! Exempt Reports to: Chief Strategy Officer The primary purpose of this position is to assist Members First Credit Union to deliver on its mission, vision, and brand promise. You will do this by living out our core values in every service contact to both internal and external members. At the heart of our Employee Value Proposition lies the belief in purpose, belonging, and joy, fostering a culture where every team member feels invested and encouraged to make a meaningful impact in the lives of others. Essential Duties
Through leadership, create a positive, empowering environment for team members to allow for goal success and professional development. Be a strategic leader in the credit union. Innovate, develop, and implement the long and short-term marketing, community impact, public relations, and grant funding plans in alignment with the credit union strategic plan. Lead the marketing teams to reach portfolio performance goals. Deliver innovative growth strategies, products and services, and relationships that generate significant value to our teams, members, and the organization. Collaborate with executive team to grow our credit union and strengthen overall market position. Be an expert resource in member, market, and industry research to gain insights and trends related to the industry. Be a visible presence in the community, actively representing the credit union in the community to foster strong relationships and champion initiatives. Weekend, evening hours, and travel required. This is a hybrid position with the expectations of 3 days in the office. Deliver on the Credit Union's promise in every service situation. Successfully obtain Certified Credit Union Financial Counselor (CCUFC) designation through America's Credit Unions within first year of service with M1 Duties and Responsibilities
The following statements are intended to describe the general nature and level of work being performed by this position. It is not intended to be an exhaustive list of all duties, responsibilities and skills required of this position. Other duties may be assigned to meet business needs. Create a comprehensive, sophisticated marketing plan, including the use of data intelligence, public relations, and brand loyalty that is driven from the strategy and will strengthen our overall market position. Using a data driven approach, develop a strategic roadmap to increase new member acquisitions, digital engagement, and drive loan growth throughout all channels. Be an innovator and expert resource in member, market, and industry research to gain insights and trends related to the industry. Present key ideas, opportunities, threats, performance metrics and significant trends that lead to solid decision making and action. Lead integrated marketing plans by brand, including compelling strategies and tactics that increase brand awareness, relevancy, and generate demand. This includes planning over time to connect key messages across all channels/touchpoints of synchronized timing. Leads the creation and maintenance of appropriate marketing key performance indicators, ROI models, and predictive models for marketing campaigns to determine effectiveness, provide optimization recommendations, and influence marketing planning. Develops and executes the annual marketing budget with intention in increased growth, increased revenue, and generates the highest possible return on our investment. Look for economies of scale and negotiation opportunities. Combine deep, critical, quality strategic thinking skills with effective leadership to drive team and plans success. Set direction and apply expertise. Ensure the use of data analytics and intelligence is a core function of our marketing teams and decision making. Support the organization with insights and predictive models to produce improved results and impact. Generate deep insights through the analysis of data and turn them into actionable recommendations to drive growth. Lead a member first mindset, developing a data informed position on who current and target markets are; implement strategies and tactics that grow the credit union and retain valuable members. Ensure fact-based reporting, analysis and analytical models to enhance decision making across the marketing team. Develop and implement a public affairs strategy that strengthens our credit union's reputation as a partner of choice using the levers of external communications, media, governmental relations, community engagement, philanthropic giving, and team engagement. Cultivate the credit union's public image to gain market share and inspire confidence in members, community, and industry. Seek out opportunities for networking in and out of industry that will allow for personal, professional, and credit union development. Create a network of strategic partners and opportunities for us to be a partner of choice. Ensure collaboration with business development teams in event planning, public relations and community outreach programs. Create passion, pride, and loyalty around the brand of Members First Credit Union. Lead the development of the marketing and brand strategy for the credit union to create company awareness to both internal and external groups. Set and manage ongoing brand governance including verbal, visual and logo guidelines. Ensure the use of a current brand book for clarity. Lead all teams in the execution of marketing initiatives, communications, events, and campaigns that elevate our brand. Provide strategic leadership and oversight for Community Impact initiatives, ensuring alignment with M1's Giving Pillars of Education, Housing, and Well?Being while strengthening the credit union's presence and influence across the communities we serve. Oversee major community programs, including the annual Swinging for Scholarships golf outing, ensuring successful planning, promotion, sponsorship growth, and event?day execution. Lead the strategy, messaging, and operational coordination of the Joy in Teaching Grants program, including launch planning, marketing campaigns, school outreach, judging support, grant distribution, and cross?functional collaboration with Finance, Branch teams, and Community Impact staff. Guide and support the Community Impact Leader and team in delivering impactful outreach, partnerships, sponsorships, volunteerism, and philanthropic programs that advance M1's mission to Create Thriving Communities. Ensure all community investments and partnerships are strategic, measurable, and mission?aligned, demonstrating both community value and organizational impact. Serve as a highly visible ambassador for M1, representing the credit union at community events, partner engagements, and community impact initiativesincluding those requiring evening, weekend, and travel commitments. Integrate Community Impact priorities into the broader Marketing & Strategy framework, ensuring consistent storytelling, brand alignment, and amplification of community outcomes across campaigns, channels, and internal communications. Oversee measurement and annual reporting of Community Impact outcomes, ensuring clear, data?driven visibility for senior leadership, the Board, and external stakeholders. Provide executive oversight and strategic direction for grant funding initiatives, ensuring proposals, and awarded funds align with M1's mission to support underserved, CDFI, and ALICE populations while strengthening Community Impact outcomes. Lead the identification and vetting of high?value grant opportunities, including federal, state, foundation, and credit?unionspecific funding sources such as the National Credit Union Foundation, Michigan Credit Union Foundation, and Federal Home Loan Bank of Indianapolis. Oversee the development of compelling, outcomes?driven grant proposals, guiding teams to gather necessary data, impact stories, financials, and member testimonials to clearly articulate community need and program effectiveness. Ensure strong grant governance and compliance, including management of deadlines, reporting requirements, documentation, and fully auditable records of grant submissions, awards, expenditures, and outcomes. Lead quarterly updates to Senior Leadership, communicating funding progress, timelines, deliverables, risks, and strategic opportunities for additional impact or program expansion. Build and strengthen cross?functional collaboration, partnering closely with Data Intelligence, Finance, Community Impact, and external organizations (nonprofits, community partners, vendors) to support successful implementation and measurement of funded initiatives. Represent M1 as a community and industry leader, maintaining visibility at key meetings and events related to CDFI, the Michigan Credit Union League, housing initiatives, FHLBI, Chamber programs, and other mission?aligned networks. Establish strategic evaluation practices, ensuring each grant-funded program is